The right thing to do at that point was to partner with a BP with very experienced and well funded sales and marketing team.
For a drug to be successful you need well seasoned MSL's and sales team hitting the streets, but they are expensive.
May be they were in talks, I don't know. Perhaps they had gotten too greedy and wanted all the profits and revenue for themselves instead of getting into a sharing agreement.
Whatever the case thats in the past, this is what they need to do now. A small pharma like AMRN just doesn't have the resources or the muscle to make it happen.
A 50/50 sharing on 500 million in sales is much better than keeping 100% of 100 million in sales, the math just doesn't make sense here if AMRN goes it alone in EU.